All about HMS21:
History Marketing Summit 2021

Martin Gebhardt: This is how Adidas works with its heritage 

After eight years at Adidas’ corporate archives, Martin Gebhardt took everything he knows about Adidas’ rich history to his new job – at Adidas’ marketing department. At HMS21, he told more about how to weave history into marketing of today’s shoes.

Ted Ryan: This is how Ford Motor Company works with its heritage 

In 118 years, a company has time to create a lot of history. Ted Ryan and his team at Ford Motor Company collect physical and digital artifacts – so Ford can use history for its future development. And sometimes also to contribute to historical mockumentaries! Ted tells more.

Johan Eriksson: This is how Swedbank worked with the 200-year jubilee of the savings bank idea

Katarina Berg: This is how Spotify breaks with history! 

All of a sudden, a company can choose to break with historically estabished practices – like what it means to work at the company itself. In the future, Spotify will allow employees to work from wherever they want. For “work is something you do, not something you go to”. At HMS21, Katarina Berg, Spotify’s global HR manager, told more about how this break with time-honed working practices will be implemented.

Helen Winberg: This is how outdoor museum Skansen generates new revenues – using the cultural heritage it is entrusted to protect.

Gustav Källstrand: This is how the Nobel Prize became famous! 

The Nobel Prize is today known worldwide – but it took time to get there. Historian Gustav Källstrand, who recently published a new book about the Nobel Prize and the history of the Nobel Foundation, told more about how it happened – and about the work that is going on in the Nobel Foundation’s archives right now.

How not to part with historical concepts: Josefin Lundberg, ICA and Antoine Riché, Arla.

As a marketing manager, you always want to create something new. How then do you refrain from NOT replacing historical concepts? Like the advertising concept ICA soap (start 2001) or Bregottfabriken (start 1995)? At HMS21, Josefin Lundmark from ICA and Antoine Riché from Arla explained how they kept their fingers out of the historical ad jars.

Lena Posner Körösi, The Committee for a Strong Democracy: History keeps democracy alive

Cecilia von Heijne: How we work at the Museum of Economy 

Cecilia von Heijne: How we work at Dalénmuseet

Anders Sjöman: Om strategiskt historiebruk och history marketing

A company’s history is always worth highlighting. But how do you find the right balance between the stories of yore and today’s activities? Because you do not want the use of history to be too – back heavy. Anders Sjöman, Head of Communications at the Center for Business History, gave this year’s tips on how to find the right balance in your history marketing, so that heritage really propels business forward. 

Pictures from HMS21. (Photo: Linus Sundahl-Djerf)